LVMH 2020 . E x p l o r e t h e w o r l d o f o u r M a i s o n s

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F E N D I

Hand in Hand : celebrating region al craf tsman sh ip

Fendi s Hand in Hand initiative honors the ancestral skills of Italy s craftspeople. It kicked off this unprece- dented partnership with artisans in all the country s regions from Tuscany and Puglia to the island of Sardinia by inviting them to reinterpret the iconic Baguette bag, designed in 1997 by the Maison s Artistic Director, Silvia Venturini Fendi. Through these collaborations, the Maison celebrates its enduring indebtedness to centuries-old Italian craftsmanship and helps to promote and preserve these age-old skills. The Maison explored every corner of Italy, seeking out the unique creative potential of each region. In Tuscany, for example, it collaborated with the Peroni workshop which has been using a time-honored Florentine technique to manufacture small leather goods in typical vegetable-tanned leather since 1956. In Veneto, Hand in Hand delved into the archives of the ancient Jacquard weaving house of Luigi Bevilacqua. In Umbria, it honored the city of Perugia s sumptuous hand-woven fabrics in another collabora- tion with the Giuditta Brozzetti workshop which has been reproducing their decorative, historical designs since 1921.